15 Years of MiGoals: Q&A With Adam Jelic
Posted by Adam Jelic on
1. What inspired you to start MiGoals back in 2010?
Back then, I was frustrated. I felt like I wasn’t living up to my potential, and I couldn’t find a diary that helped me plan my goals in a simple, practical way. So I decided to create one. It started as a personal project, but I quickly realised other people were searching for the same thing a tool that gave structure and purpose to their day-to-day life.
2. Do you remember the very first product you created and what it meant to you at the time?
Yeah, I’ll never forget it. It was the very first Goals Diary. Holding that in my hands for the first time was surreal. It wasn’t just a diary it was proof that an idea in your head can turn into something real if you back yourself. That first product gave me the confidence to keep going.
3. What was the moment you realised MiGoals was connecting with people beyond just stationery?
The first emails we started getting were from customers who said: “This diary changed my life.” That’s when I knew it was more than paper. People weren’t just buying a planner, they were buying a system that helped them move forward, especially during tough times. That hit me hard.
4. What has been the biggest challenge in running MiGoals and what did it teach you?
There’s been plenty. Running out of money, stock delays, doubting myself. The biggest lesson is that a compelling vision and persistence beats everything. You don’t need to have it all figured out. You just need to have that clear vision that allows you to keep showing up, keep adapting, and keep going when it’s hard.
5. How has the brand evolved since those early days at the kitchen table?
Massively. We went from a single product sold at a few local bookstores to being in Officeworks, Amazon, and stores around the world. The designs are sharper, the range is bigger, and we’re constantly finding new ways to help people whether it’s through journals, workshops, or digital tools. But at the core, it’s still about helping you set goals, get sh*t done and realise your potential.
6. Is there a milestone or achievement from the last 15 years you’re most proud of?
Honestly, it’s the community. Seeing people use MiGoals to launch businesses, finish degrees, recover from setbacks, or even change their life completely. That’s the stuff I’m proud of. The sales and growth are great, but the stories we hear every day are the real milestones and the reasons we have kept going on even when the times were tough.
7. How has the MiGoals community shaped the brand’s journey?
In every way. We listen closely to what people need. That's why new products like the Sleep Journal or Progress Journal exist. The community also keeps me motivated. When someone shares their story, it reminds me why I started this and why it matters.
8. What role do you think pen-to-paper goal setting plays in today’s digital world?
It’s more important than ever. Our phones are great, but they’re distracting. Writing things down cuts through the noise. It slows you down, forces you to think clearly, and makes your goals real. That’s something digital can’t fully replace.
9. Looking back, what advice would you give to yourself in 2010?
Back yourself earlier. Don’t waste so much time doubting if you’re good enough. You’ll never feel 100% ready but take the leap anyway. And don’t be scared of failure; it’s all part of the process.
10. What excites you most about the next chapter of MiGoals?
We’re just getting started. The next chapter is about taking MiGoals to the next level and building an ecosystem around goal setting products, digital tools, community, and more. I want MiGoals to be the go-to brand for anyone who’s serious about chasing their goals and creating a better life. That’s what drives me.
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